In affluent houses, mothers depend on children for ideas on brands to buy,
places to shop, technology to deploy, vacation ideas and even “home capital
spending choices.” The study says 53% of respondents tend to buy “brands that
are preferred by my children,” particularly around recreation, vacation
destinations, automotive and high-tech purchases
MediaPost Publications – Study Finds The Rich Are Like Us: They Comparison-Shop, Too – 04/16/2008
A new study by American Express Publishing and Harrison Group says that affluent consumers are responding to the economy’s slide by going online to comparison-shop and purchase things. The study says the rich are salving “restlessness and anxiety” by, among other things, turning to the Web to evaluate price and value.